“Loud budgeting is a new concept I am announcing for 2024, it’s the opposite of quiet luxury,” he said in the TikTok post, posted on December 29. In this screen grab taken from a viral video by Lukas Battle, the comedian talks about the 'loud budgeting,' trend, versus 'quiet luxury.' In an online world where luxury and opulence are constantly on display — and unattainable for most people — “loud budgeting” makes being on a budget cool and acceptable. It’s the inverse of “quiet luxury,” which flourished on social media last year and promoted not flaunting your wealth or being understated about it. But loud budgeting could be a reckoning for brands who have found success in social media marketing.

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Persons: Lukas Battle, Lukas, It’s, ”, they’re, Vivian Tu, Rich, ” Tu, Giovanna Gonzalez, “, Gonzalez, “ I’m, Michael Hershfield, Tu, it’s Organizations: New, New York CNN, CNN, TIAA Institute, Wall, P Global Market Intelligence, “ Locations: New York, Cabo, “